Kelley Blue Book
(http://www.kbb.com) and Kelley Blue Book Marketing Research today
announces the results of the 'Interior Styling' segment of its consumer
automotive perceptions research study, Brand Watch. Interior styling
continues to be an important factor among active car buyers, as it plays a
significant role in overall cabin comfort. Active new vehicle shoppers
ranked the interior styling of vehicle brands based on overall comfort,
headroom and legroom, as well as interior design throughout the cabin
including intelligent layout, quality materials, convenient compartments
and superior ergonomics. According to Brand Watch, Toyota brands topped the
rankings for having the best interior styling in four vehicle categories.
Two domestic vehicle brands also claim top spots in the interior styling
study in addition to one well-known German luxury brand.
Toyota nearly swept the non-luxury categories when it comes to interior
style taking the top spot in the minivan, non-luxury SUV, and non-luxury
sedan categories. Toyota's luxury brand Lexus bested all other luxury
brands for the No. 1 spot in the luxury sedan category. Two domestic
manufacturers also garnered top positions for having the highest rated
interior cabins. GMC was chosen by in-market, new-vehicle shoppers as
having the best interior styling in the truck segment and Cadillac beat
high-powered luxury import brands Lexus, BMW and Mercedes-Benz for best
interior style in the luxury SUV category.
"Though some car reviewers have been critical of Toyota interiors it is
obvious they are a big hit with the public at large," said Jack R. Nerad,
executive editorial director and executive market analyst, Kelley Blue
Book. "On the truck side, General Motors turned in a dominant showing in
the face of strong challenges from Toyota and Nissan, each of whom would
like to capture a larger share of the truck market."
Kelley Blue Book Brand Watch Study: Interior Styling
Convertibles/Sports Cars
1. Mercedes-Benz
2. Porsche
3. Lexus
Trucks
1. GMC
2. Chevrolet
3. Cadillac
Mini Vans
1. Toyota
2. Honda
3. Dodge
Luxury SUVs
1. Cadillac
2. Lexus
3. BMW
Non-Luxury SUVs
1. Toyota
2. Chevrolet
3. Ford
Luxury Sedan
1. Lexus
2. Mercedes-Benz
3. Infiniti
Non-Luxury Sedan
1. Toyota
2. Volkswagen
3. Honda
"While the average consumer has not had a chance to sit inside each
vehicle among every brand, perceptions play a large role in determining a
new vehicle shopper's consideration set," said Rick Wainschel vice
president, marketing and market research, Kelley Blue Book. "Understanding
consumer perceptions and shifts in those perceptions through the tracking
and trending of Brand Watch allows manufacturers to better understand how
to market and attract potential buyers based on their perceptions prior to
purchase."
Available to vehicle manufacturers and auto industry professionals,
Brand Watch taps into active shoppers to determine their perceptions of
automotive brands within specific automotive segments. Brand Watch delves
into how each manufacturer's brand equity differs across vehicle segments,
compares the relative standing of each make vs. competitive makes, and
reveals the decision factors of car-buyers within each make and segment.
Detailed demographic and psychographic information is also collected,
reported and detailed throughout Brand Watch's comprehensive study which is
available quarterly from Kelley Blue Book Marketing Research.